Graphic design as a means of advertising transmission ideas in polygraphy

The purpose of the article is a substantiation of the use of visual images in the form of graphic models in printing advertising, consideration of the basic categories of graphic design in advertising, generalization of theoretical approaches to understanding the essence and content of the visual design of the advertising product. Methodology: analysis, synthesis, generalization. The research methodology consists in the application of general and special methods of cognition, in particular, the author used comparative analysis, synthesis and generalization, terminological, chronological and other research methods, among which a special place is occupied by review-analytical monitoring of publications. The scientific novelty lies in the substantiation of the introduction of the visual image of the text in the layout of the advertising project as a necessary addition to the traditional use of graphics, taking into account the peculiarities of the advertising communication process. This provided an opportunity to generalize and specify the specifics of the development of advertising ideas in printing through graphic design. Conclusions: As a result of the study it was found that the basis of graphic design in advertising is the application in practice of interdisciplinary knowledge and skills, the specifics of figurative expression in the artistic sense of the word. It was also found that the use of means of visualization of verbal and nonverbal information in the creative advertising concept is a very important component when considering the design function as a means of transmitting advertising information in printing. Derivatives that underlie the disclosure of creative advertising ideas with the help of design tools have been identified.